Content marketing – introduction
Content marketing differs to traditional product marketing such as sales collateral and other product specific information. Content marketing should be designed to include items (which are mostly digitized) like educational articles, eBooks, videos (through Youtube), small games, or webinars that would give answer specific questions people have often asked previously. Through content marketing, a business would be able to grow into the direction of a credible and authoritative resource on a specific topic or a few topics in the niche of the business. This actually matters acquiring potential customers for your business, and it matters also for building up reputation brand. In the process, your business is likely to get discovered by the target audience and earn the loyalty and trust from the users. Content marketing when applied correctly would enable your brand to strengthen its customer relationship, grow an active and engaged subscriber base, and increase revenue for the business.
All business owners need web traffic sources/channels to apply their own content marketing efforts. A good start is to begin with free traffic sources.
Content marketing and blogging should go side-by-side
To facilitate content marketing, more than 50% marketers would launch a blog for their businesses, and they would put this on top of their digital marketing priority list. Content marketers who have prioritized blogging efforts would have at least 10 times more opportunities to receive positive return on investment (ROI) in their overall marketing plan. When you apply content marketing correctly, your business would get at least two times more leads than paid advertising.
Conversion optimization of your landing page – Integrate with content marketing
One of the first stages in a conversion optimization campaign for a small business is to optimize the website. What this means is that on the business website itself, it contains lots of rooms for improvement.
For example, you may apply some intensive A/B split testing campaigns for a start. Usually, an entire revamp of every single aspect of the website is not the recommended solution even though some digital agency or in-house marketing teams are pushing for this approach. The reason behind is that a complete revamp would take up a lot of resources, time, and money. Also, a typical complete revamp would mean throwing away all the bad elements and all the good elements (i.e. the features used to work very well with the users). A better approach is to make granular changes to the website, or simply start with one key landing page. When this re-polish of your web page gets executed correctly with the right analytics tools backing it up from behind, it may well improve your conversion rate by 10-30%.
One place for the landing page optimization has to do with the above the fold portion of your web page. Above the fold refers to the portion of a web page that is visible in a typical web browser when the page was first loaded. The complexity is that now a website would usually have a desktop version and a mobile version when the website’s design is responsive. When you include an image or a few images that are relevant to your content, it improves the usability of the page for the users.
